Dunkin’ Runs on Social Media

It’s not just time to make the donuts — it’s time to go social.- John Costello

America runs on Dunkin’, and it’s not the only one. Dunkin’ now has an international presence in 36 countries in addition to 41 states across the USA. Its success, like many other brands, can be attributed to its digital strategy and product innovation. Dunkin’s Target Audience is primarily Millennials and Generation Z, who are increasingly using social media to connect with their favorite brands.

Dunkin’ has a digital presence across Twitter, Facebook, Instagram, and Pinterest and has launched many successful digital campaigns to attract new customers and increase sales. It has implemented a simple strategy to enhance its social media presence, namely, marketing a colorful and quirky personality online. The brand found its social voice through fun, lifestyle images of its food and beverage offerings, and by leveraging user-generated content.

They have managed to stay current with the latest trends by being consumer-centric and adapting to consumer insights. For instance, In 2017, Dunkin’ partnered with Amazon and created the Dunkin’ Donuts skill for Alexa. This allowed Alexa Users to increase their coffee IQ and ask any number of Dunkin’ facts with a single command as well as take a coffee quiz. In 2019, Dunkin’ released its Dunkin’ Emojis and GIFs which allowed customers to further their interaction with the brand.

Instagram to TikTok

Dunkin has a following of over 2 million users on Instagram and has created signature hashtags like #MyDunkin to encourage further consumer interaction. It effectively uses reels, stories, memes, and influencers to promote its brand on Instagram. Dunkin capitalized on millennial nano- and micro-influencers, those with 50,000 or fewer followers. Through authentic content, Dunkin’s influencers positively promoted its “Sipping is Believing” campaign in 2018.

This campaign acted as a starting point for Dunkin, and it expanded its use of influencers to TikTok to take advantage of its increasing popularity among its target market. Dunkin’ has a wider following on TikTok with 3 million users and over 20 million likes. TikTok’s popularity has grown exponentially over the last three years and Dunkin’s new strategy wants to leverage that gain. It was way ahead of the game in realizing the potential of TikTok and investing in influencer marketing on the platform.

Charli x Dunkin’

Dunkin’ partnered with Influencer Charli D’Amelio who has over 130 million followers on TikTok to produce The Charli. This Cold Caramel brew got through to TikTok fans and resulted in a growth of Dunkin’s target audience and sales through D’Amelio’s social media platforms. It sold more than hundreds of thousands of Charli’s drinks within the first five days of the campaign. By the second day, Dunkin’s cold brew sales increased by 45%. There was also a 57% increase in Dunkin’ app downloads the day the drink first launched.

The success of this campaign propelled Dunkin’ to launch The Charli x Dunkin’ merch collection in March 2021. This included the Dunkin’ Onesie, The Charli x Dunkin’ Sparkle Tumbler, The Charli x Dunkin’ Puffer iPhone Case, The Charli x Dunkin’ Oversized Scrunchies Set, Charli x Dunkin’ Shoelaces, The Charli x Dunkin’ Pom Pom Keychain, and The Limited-Edition Charli x Dunkin’ Cold Brew Tap.

“Our fans can’t get enough of the genuine love between Charli and Dunkin’, so creating the Charli x Dunkin’ merch collection felt like the perfect next step in our relationship. This collection is our way of sprinkling more Charli and Dunkin’ love onto our fans,” said Kemma Kefalas, Brand Engagement Manager at Dunkin’. “We worked hand in hand with Charli to bring her signature look into each accessory so our fans can sip their Charli Cold Foam in style this spring.”

Winning Strategy

Dunkin’s TikTok strategy has been a success for the company. It not only encourages consumer interaction by partnering with influencers, launching new challenges, and ‘Only following those who are die-hard Dunkin’ fans’ but takes it one step further to also incorporate its employees.

They did this via a program where employees can become TikTok crew ambassadors. These ambassadors make TikTok videos on Dunkin’s product offerings and are even compensated for their work.

Dunkin’ follows a strategy that makes it popular among customers and employees alike.

Donut let the Dunkin’ opportunity pass you by